Chapter 24: Career Paths in Public Relations

First, the rise of modern public relations is studied with the beginnings of consumer affairs positions, the rise of financial PR and investor relations, the importance of corporate social responsibility, globalization and branding, and social media. The authors state that in this environment, PR professionals have to be more broadly educated and yet more technically savvy, more focused and yet more flexible, more strategic in the way they shape their careers and also more open to reinvention. A valuable and practical “10 Tips for Getting Ahead in PR” is included. The case study is of John Onoda, now a senior consultant at Fleishman-Hllard, and traces his career development at McDonald’s, Levi Strauss, and General Motors.